Premier toasts big rise in Hovis sales

HOVIS captured more than a quarter of the branded bread market last year, its parent company said yesterday.

Premier Foods, the UK's biggest food producer, supported it with a major advertising campaign, sending sales of Hovis-branded items rising by 13.5 per cent to 370 million.

Hovis accounted for 25.8 per cent of branded bread volumes in 2009, up from 22.1 per cent in 2008. Premier said its grocery division grew sales by 4.8 per cent to 1.57 billion as growth in ready-to-eat formats and the popularity of "lunchbox treats" helped sustain brands such as Ambrosia and Mr Kipling.